Casillero del Diablo, Concha y Toro’s biggest wine brand, today announces a major TV push for its ‘Wine Legend’ campaign in the run up to Christmas 2020.
The 20 second award-winning ad will appear across ITV, Sky and Channel 4 between 26 November and 13 December 2020, when it is calculated to reach over 62% of adults.
Casillero del Diablo’s long-term partnership with Sky Cinema continues to help drive awareness, with the UK Concha y Toro team looking to build further on its success during the festive period.
The Chilean brand continues to grow well ahead of the still wine category, showing +24.5% value growth in the most recent 52 weeks.
Its household penetration figure, a key metric of how many households have bought the wine, has jumped to its highest ever value, 10.4%.
Emma Ashton, head of marketing at Concha y Toro UK, said: “We are continuing the momentum which has been accelerated during the lockdown as consumers have sought the reassurance of well-known brands.
“Casillero del Diablo has always had a strong link to on-screen media, and we expect this new investment to push the brand to even greater heights during the crucial Christmas period.”
Clare Griffiths, commercial director at Concha y Toro UK, adds: “This has been an unprecedented and turbulent year in so many ways, but it is well documented that brands which are able to avoid ‘going dark’ during challenging times ultimately see a great benefit.
“Our insights have highlighted a whole new segment of consumers joining the wine category in recent months, and continued investment is one way to work to ensure their retention.”